Transcript
THE PROBLEM THE CHALLENGES SOME CHARITIES FACE CAN SEEM OVERWHELMING. THEIR GOALS, UNREALISTIC. BUT PNEUMONIA ALREADY HAS A CURE. A CURE THE WESTERN WORLD HAS IN ABUNDANCE. YOU SIMPLY PICK IT UP OVER THE COUNTER. AND WE’VE EVEN DEVELOPED A DIAGNOSTIC DEVICE, READY TO BE USED. WE TAKE IT FOR GRANTED. YET MILLIONS OF CHILDREN ARE DENIED ACCESS TO THIS BASIC TREATMENT. THE CHALLENGE, THEREFORE, ISN’T UNSOLVABLE. IT’S A MATTER OF DISTRIBUTION.
THE SOLUTION ‘DELIVER THE CURE’
WE’LL ENCOURAGE WESTERNERS WHO RECEIVE ESSENTIAL HEALTHCARE, TO DELIVER THE SAME RIGHTS TO SOMEONE WHO DOESN’T, QUICKLY AND EASILY. FOR MAXIMUM IMPACT, WE’LL CONVEY OUR MESSAGE AT THE EXACT MOMENT OF ACCESSIBILITY, HIGHLIGHTING THE DISPARITY IN HEALTHCARE THROUGHOUT THE GLOBE.
CAMPAIGN LOGO LOCK UP
DELIVER THE CURE World Pneumonia Day 12th November 2017
DELIVER THE CURE
PRESCRIPTION PACKAGING
We’ll create replica prescription boxes as a sleeve to go over the real patient prescriptions. Every replica box will feature a child whose pneumonia was not treated, making it a symbol for the prescription that child never received.
Two weeks before her fourth birthday, Maria Bhadi of New Delhi contracted pneumonia. It’s a curable illness, pneumonia. So curable in fact, you’ve just received the very drug that fights it. Just like that, over the counter. But not four year-old Maria. Her prescription didn’t reach her. Nor did the device that could have diagnosed her sooner. Leaving her fighting for her life. But you can help her. Text 3232 to donate £2, or send your donation in this prepaid box .
FRONT
BACK
And because the replica will also act as a prepaid donation box, patients can then donate and “deliver the cure”. Their prescription, therefore, has the potential to cure more than just themselves.
PREPAID STAMP INSIDE REPLICA BOX
Picking up an everyday prescription, is giving a lifeline to another.
DIGITAL/ONLINE - VIDEO
30 second online video to be released on World Pneumonia Day.
Script
DELIVER THE CURE World Pneumonia Day 12th November 2017
DELIVER THE CURE
Throughout the voiceover, the camera pans across a typical Western medicine cabinet.
VO:
3,567 miles away from here, Amara Salim is dying from pneumonia. And she needn’t be. Because pneumonia… is curable. So much so, the treatment is sitting not in a hospital ward, or a lab, but a cabinet – just there behind the shaving gel and deodorant. But Amara doesn’t have a cabinet. Her cure may never arrive.
Super:
A child dies from pneumonia every 35 seconds.
VO:
Amara couldn’t access what we consider to be basic healthcare. But donating £2 will help ensure another child will.
Super:
Deliver the Cure lockup
DIGITAL/ONLINE - DELIVERY BLOCK
WEB PAGE
REVEALED AS YOU SCROLL DOWN
To communicate the frustration of not being able to deliver vital healthcare, UNICEF will cause a little frustration themselves. By partnering with online retailers on World Pneumonia Day, UNICEF will momentarily delay orders until customers share the video that promotes the ‘Deliver the Cure’ cause. The video’s end frame will contain the call to action: ‘To proceed with delivery, share video.’ Video will be sharable on Twitter, Facebook, WhatsApp or email. EMAIL
DIGITAL/ONLINE - DELIVERY BLOCK SHARE EXAMPLES
TWITTER
FACEBOOK
